JOIN MAJOR GIFTS FUNDRAISING EXPERT, BETH ANN LOCKE FOR A NEW, LIVE WORKSHOP:

The Ask, Aligned:
How to Lead Donor Conversations to a Confident, Values-Based Ask

A warm relationship on its own? Doesn't close the gift.
The fundraisers who grow their revenue from major gifts are the ones who know how to lead the conversation towards a confident, values based Ask — and now, so can you.

LIVE WORKSHOP:

Thursday, September 10th
11am PT / 1pm CT / 2pm ET

REGISTER NOW

$97 investment includes live workshop & unlimited replay access.

The Conversation Nobody Prepares You For

The relationship is exactly where you want it:

âś… They love your mission.
âś… They believe in your work.
✅ They've told you — more than once — that they “want to do more”.

But you still don't know how to get from “we have a great relationship” to naming an actual number.

Do you say $10,000? $25,000?
Do you show up alone, or with a colleague by your side?
Or do you send a written appeal instead — because at least an email doesn't require you to sit in the uncomfortable silence?

Moving from a good relationship to a clear, values-based Ask is where most fundraisers get stuck — and end up leaving real money on the table.

Not because you don't care enough.
Not because the relationship isn't real.
And not because you're bad at your job.

But because nobody ever taught you how to lead that conversation:
what to bring up,
when to bring it up, and
how to name a number without it feeling transactional, or awkward, or like you're asking a favor instead of extending an invitation.

It’s time for that to change.

Don’t mark another conversation as closed before reading this:

Before you let another "let me think about it" go unanswered...
Before you make the Ask too soon and watch a donor pull back...
Before you play it so safe you leave a bigger gift on the table...

STOP!

Let me show you a different way. Because if you’ve ever looked at a donor’s name and wondered:

  • “Was that a signal? Or was it just small talk?”
  • "How do I know what the next appropriate level is for an ask?"
  • "What's the actual language for asking for the meeting itself?"
  • "They pledged... and then went quiet on me. How do I follow up?"
  • "Is it too soon — or too late — to bring up another gift?"

You are not alone.

Most fundraisers are fluent in relationship-building and fluent in the Ask.

But the moment in between, where you read what's happening and choose your next move?

Nobody trains you for that.

That’s why I'm about to.

In this instantly actionable 60-minute workshop, you'll discover:

  • The exact roadmap that moves a conversation from relationship to Ask — including the Ladder of Asking, and why defaulting to a written appeal (even though it feels easier) quietly keeps your donors at arm's length.
  • How to frame any Ask — even a general operating one — as an invitation to create impact, not a request for money, including the internal/external language reframe that changes how confident you feel walking into the room, campaign or no campaign.
  • 5 proven ways to actually make the Ask, with real language for each one: scripts for the Direct Ask, the Oblique Ask, the Gap Approach, the M-P-I Formula, and the No-Ask Ask — so you're never standing there wondering what to say next. 

  • What to do when you hear “I need to talk to my spouse,” “I have three kids in college,” or flat-out silence — so a donor’s hesitation never feels like a door closing, when it's really just a them thinking out loud with you.
  • Plus: Watch me coach real fundraisers through real, upcoming Asks in live hot seat coaching.

You'll walk away knowing exactly how to lead your next donor from a great conversation to a confident Ask — even if right now you'd rather send an email and avoid the moment altogether.

This brand new workshop is taking place LIVE, on Thursday, September 10th, at 11am PT / 1pm CT / 2pm ET.

Don't scroll away without saving your seat:

REGISTER NOW

Registration includes live workshop + unlimited replay access. You'll receive a calendar invitation and instructions on how to prepare as soon as you sign up.

Hi, I’m Beth Ann Locke

I spent 30 years as a frontline fundraiser before transitioning to coaching fundraisers on how to close more major gifts.

I've personally raised more than $75 million dollars for organizations ranging from universities to hospitals, from the arts to human services, in both the US and Canada.

Here's what I know after all that time:

The biggest gifts never come from a perfectly worded ask letter. They come from a conversation where you actually said the number out loud.

If you've ever practiced your Ask in the shower and then chickened out in the meeting, that's not a confidence problem.

It's a gap in what anyone's ever taught you to say — and when to say it.

That's the gap this workshop is built to close.

He'd Been Chasing This Funder for Years. One Ask Later, She Gave $437,500.

Craig Nason had a funder he'd been pursuing for years.

He believed there was a bigger gift somewhere in that relationship — he just didn't know how to get there. What to actually say. When to say it. How to move the conversation from “thank you for your support” to a real number.

So he brought the situation to me. And instead of theory, I gave him the specific language and draft scripts for that exact conversation — not just the strategy behind it. The actual words to say.

He used them.

He walked away with a five-year, $437,500 pledge — from a funder he'd been trying to reach for years.

At the time, his organization wasn't even raising a million dollars a year. That single Ask became more than half of it.

That's what happens when you finally have the words (and the confidence) to lead the conversation you've been avoiding.

Craig’s story isn’t a one-off.

Cristina Fragale did it at Preston High School — landing their largest single gift ever: $100,000.

When you know how to lead the conversation, frame the impact and actually make a confident, values-based Ask, you create meaningful impact & real momentum for your organization.

SHOW ME HOW TO LEAD THE ASK

Results my clients have achieved using the language and approach I'll share in this new live workshop:

“Beth Ann has the ability to really listen to your situation and to the way you're describing it, and then give you language that says the same thing differently — but in a way that's far more productive than what you were using before.”

Lorie Fees
Director of Major Gifts
Children's Hope Alliance
Statesville, North Carolina

“She gave practical steps and language for our small team to use while we were in the process of establishing our major gifts program.”

CRAIG NASON
DEVELOPMENT & COMMUNICATIONS DIRECTOR
LABORATORY TO COMBAT HUMAN TRAFFICKING
DENVER, COLORADO

“She is quick to share word-tracks based on situations described that can be used immediately following the coaching session.”

TODD PARTIN
VP OF PHILANTHROPY & ENGAGEMENT
METHODIST RETIREMENT COMMUNITIES
THE WOODLANDS, TEXAS

Stop wondering what to say when the moment finally comes — and start walking in with the words already in hand.

REGISTER NOW FOR THIS NEW, LIVE WORKSHOP:

THE ALIGNED ASK:

How to Lead Donor Conversations to a Confident, Values-Based Ask

Signals First:
How to Read Donor Readiness and Make the Right Ask at the Right Time

THURSDAY, SEPTEMBER 10th at 11am PT / 1pm CT / 2pm ET

REGISTER NOW

Includes the live workshop + unlimited replay access. You'll receive a calendar invitation and instructions on how to prepare as soon as you sign up. 

Will this live workshop help you lead your next donor conversation to a confident Ask?

This workshop was created with you in mind if:

  • You can build the relationship, but freeze at the Ask itself — you know how to connect with a donor, you just don't know when to bring up money, what number to name, or how to move past “let me think about it.”
  • You default to letters and emails because they feel safer — even though you know a real conversation would move the relationship, and the gift, further.
  • You don't have a clean “reason” to ask — no capital campaign, no big anniversary, just your organization's ongoing work — and general operating asks feel harder to justify than project-specific ones.
  • You're not sure what to do with a “no” (or a “maybe,” or “let me think about it”) — so donor hesitation feels like the conversation is over, instead of just the middle of it.
  • You're leading with your nerves instead of the organization's mission — and that's what's making the Ask feel so much bigger than it needs to.
SHOW ME HOW TO LEAD A CONFIDENT ASK

“We've more than doubled our number of active donors…”

"Coaching with Beth Ann I have learned better techniques for approaching fundraising and engaging our community.

Since we started working with her in 2020, we have doubled the number of active donors, expanded our services, more than doubled our revenues and hired a fundraiser.

I feel much more confident inviting donors and prospective board members to join us. Beth Ann is more than just a coach; she truly cares about making our nonprofit succeed in supporting others.”

Gila Block, Executive Director
Yesh Tikva
Los Angeles, CaliforniA

Questions I often hear from fundraisers (before they lead their next big Ask)

Signals First:
How to Read Donor Readiness and Make the Right Ask at the Right Time

NEW, LIVE WORKSHOP:

Thursday, August 13th at 11am PT / 1pm CT / 2pm ET
$47 investment includes live workshop + unlimited replay access

You’ll walk away from this 60-minute session with:

  • A specific ask number for the donor you have in mind right now — not a guess, but a figure grounded in what they've actually signalled to you, so you're not second-guessing yourself the moment you sit down with them
  • A ready-to-use script for your very next donor conversation — the meeting request, the Ask itself, or both, in language that sounds like you
  • A next move for the donor who's gone quiet or stalled mid-pledge — instead of another "just checking in" email that goes nowhere
  • The confidence to trust your own read on a donor — instead of waiting for someone else to tell you they're ready, or talking yourself out of an Ask that was already there
  • A repeatable way to hear signals in every donor conversation from here on — not just the one you bring with you on the day 
  • Plus: Watch me coach real major gift fundraisers on real donor situations, in real time, so you have concrete examples of what all this looks like in practice and you can apply these strategies the same day.

By the time we're done, you'll know which donors in your existing database are ready for more & exactly what that readiness is telling you to do next — even if right now you're winging it and hoping for the best.

I'M IN FOR SIGNALS FIRST!

Registration includes the live workshop + unlimited replay access.
You’ll receive a calendar invitation and instructions on how to prepare as soon as you sign up.

Questions? Send us an email at [email protected]

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